There's a certain fetishization of the Launch that's been happening lately. What should be one (small) step in an iterative process, has become (for many), the

There's a certain fetishization of the Launch that's been happening lately. What should be one (small) step in an iterative process, has become (for many), their startup's raison d'etre. It's something that needs to happen, and it's certainly an easy milestone to point out, but focusing on it is rarely productive. Building a company is more like watering a plant than birthing a baby. Emphasis on the Launch is built around the idea that there wasn't anything and then, poof, the business is fully formed and developed. Businesses are rarely, if ever, made like that, so building in those assumptions in your marketing and development process are going to start you down the wrong path from the start.